Digital Receipts Network

ICOM Survey Shows Despite Recession More than 1 in 5 Americans Uncomfortable Using Coupons at the Grocery

Survey Results Reveal that for Many Others, Economic Necessity Trumps Any Stigma Attached to Coupon Use

February 23^rd, 2009

More than 1 in 5 U.S. consumers, 22% to be precise, admit they are self-conscious about redeeming coupons at the grocery store, according to nationwide research released today by North American targeted marketing leader ICOM Information & Communications L.P. However, hard economic times of the past six months look to be easing shoppers' inhibitions about coupon clipping. Nearly 57% of ICOM survey respondents that admitted they were self-conscious about redeeming coupons at the grocery store said that they now no longer care as long as they are saving money.

Apprehension tied to using coupons in the checkout line is also waning in key demographic segments. Of the consumers 35 years and younger, 26% said that they have reduced inhibitions about coupon usage in the past six months. Nearly 20% in this demographic said they used to be self-conscious but are no longer because of the economic benefit and 6% said that they are less self-conscious. Almost 23% of respondents that have suffered a direct financial loss have become less self-conscious about redeeming coupons at the register.

"In a down economy even the most stubborn consumers are receptive to money saving offers," said Mark Hertenstein, ICOM vice president of sales. "This is a perfect time for brands to engage desirable consumer segments with offers that appeal to their frugal mindset." ICOM, an industry leader in targeted marketing powered by consumer data, completed the survey December 8, 2008. The survey, commissioned by retail analytics firm Precima, was sent to 45,000 U.S. households with 3,013 responding nationwide.

In another significant finding, 43% of shoppers say that they've used more coupons in the past six months. This data comes as a follow up to ICOM's April 2008 survey that asked consumers if they were likely to use more or less coupons in the event of economic downturn. According to that survey, 67% of consumers planned more coupon use in a recession. Broken down by age, 57% of consumers 35 years and younger admitted to using more coupons in the past six months. That compares to 40% of those 35-54 years old, 36% of those 55-64 years old and 25% of those 65 and older that answered the same. "Consumers are clearly doing what they said they were going to do in regards to using more coupons. This is valuable to marketers looking to plan for the future. If you pay attention to what's happening in the world, and listen to your consumer, it's easier to stay a step ahead," concluded Hertenstein.